Search

Existing research based on labels, risks and benefits, and cultural differences has focused on consumers' preferences for genetically modified (GM) food products. Limited attention has been paid to the attitudes toward the source who developed the biotechnology. Because there may be trust issues associated with large multinational firms that are often involved in the development of biotechnology, it remains an unexplored question whether consumers consider who produces the technology when forming opinions about food produced with biotechnology. This study investigates consumers' attitude toward the source of biotechnology using a choice experiment with GM oranges. The study involved participants from three major orange-consuming countries (United States, Germany, and Spain). Results reveal that participants from all three countries were less willing to pay for GM oranges when the technology originated from multinational agribusiness corporations, compared to public universities and small companies. Further examining the effect of consumers' perceptions, we found consumers' perception of corporate distrust and environmental concern negatively influence their attitude toward the source of biotechnology, but their technology acceptance positively affects the attitude. By understanding consumers' attitudes about the source of biotechnology and factors that may improve the consumer reactions, communication and promotion of new biotechnology food products to improve acceptance from existing and potential consumers are discussed. [ABSTRACT FROM AUTHOR]

Conducting online surveys through consumer panels has become increasingly popular for researchers to assess consumers’ preferences and attitudes for the purpose of obtaining welfare estimates because they are inexpensive, flexible, and allow for fast feedback. Interestingly, few studies have examined the behaviors of online survey panelists, particularly their satisficing behaviors on welfare measures. This study demonstrates the use of validation questions (trap questions) to detect survey respondents’ satisficing behavior and its impact on consumer choice, willingness to pay (WTP), and consumer surplus (CS) estimates. We find that respondents who fail a validation question (VQ) are more likely to violate the weak axiom of revealed preferences ( WARP ) in the choice experiment. The estimates for preference parameters, WTP, and CS are statistically different between those who pass and those who fail the VQ. In addition, the WTP and CS from respondents passing the VQ in general have smaller variances than those from respondents failing the VQ. These results indicate that without controlling for potential satisficing behaviors, online surveys may produce less efficient estimates (estimates with larger variance) of welfare measures. [ABSTRACT FROM AUTHOR]

Consumers' food safety perception is a key driver of their food buying decision. However, little is known about how consumers judge the food safety of agricultural products with a variety of extrinsic indicators in the market. Different from previous studies that directly ask about consumers' overall food safety perception, we designed a non-price choice experiment of general agricultural products to examine the impact of extrinsic indicators on consumers' food safety perception. The design without price attributes and takes agricultural products as a whole can overcome preference reversal caused by prices and provide policymakers with important information to establish effective food safety communication programs. With online survey data (n = 1281), results indicate that factors influencing consumers' food safety perception include Green Food certification (54%), purchase venue (42%), and brand (4%). These results imply that brand has a relatively weak linkage with food safety and is not an effective indicator for food safety. Besides, using seemingly unrelated regression, we found that high food safety risk perception may not necessarily lead to the use of food safety indicators. However, the trust in Green Food certification does matter, suggesting trust is the foundation of food safety communication. This study provides deep insight into consumers' formulation of food safety perception, which is essential to improving food safety communication. • A non-price choice experiment of general agricultural products is designed. • The impacts of extrinsic indicators on consumers' food safety perception are determined. • Green Food certification is the most important in affecting consumers' food safety perception. • High food safety risk perception may not necessarily lead to the use of food safety indicators. • Trust is the foundation of food safety communication. [ABSTRACT FROM AUTHOR]

Researchers have investigated the role of sensory attributes and organic labels on consumers' preferences and perceptions of food, but few has examined whether sensory attributes are relevant for consumers who prefer organic food and the extent to which sensory attributes influence consumer's marginal willingness to pay for organic food. The objective of this study is to determine how sensory attributes and organic label work together to influence consumer's stated preference and marginal willingness to pay for orange juice. To achieve this, we conducted a blind sensory evaluation of two orange juices followed by a discrete choice experiment to determine the extent to which consumer's stated preference for orange juice labelled as organic is affected by sensory experience preceding the choice experiment. Random parameter logit models and latent class conditional logit models are used to explain stated preference. Results indicate that the effect of sensory attributes on consumer's marginal willingness to pay differed by organic juice and conventional juice. [ABSTRACT FROM AUTHOR]

China has experienced a series of high-profile food safety scandals in the past few years that seriously challenged public confidence in the domestic food industry. Much attention has been paid to Chinese government's food regulatory and inspection systems. Scant research, however, has been devoted to analyzing Chinese consumers' food safety concerns. This study interviewed 2092 Chinese consumers in Beijing, Shanghai, Guangzhou, Xi'an, Jinan, and Harbin and used the Conditional Logit model, Mixed Logit model, and the Latent Class model to analyze consumer preferences and marginal willingness to pay (WTP) for selected food safety attributes of Fuji apple products. We identified three consumer segments: certification-oriented (65.9%), price and origin-oriented (19.1%), and not interested (15.0%). Results reveal that Chinese consumers, in general, are willing to pay a premium for selected food safety attributes. Consumers' perceptual and attitudinal factors and socio-demographic characteristics are used to determine the sources of preference heterogeneity. Marginal analysis is also conducted to estimate the response of the model and selectione'd probability to potential policy levels, such as increasing the perception of food safety and the trust on labeling and traceability information to improve the evaluation of food safety. • Conduct a discrete choice experiment in five cities across China. • Identify three consumer segments but most consumers are certification-oriented. • Find consumers valuate the government certification most. • Conclude region of origin and price are major attributes of consumer choices. • Suggest simplifying labeling application and specific information program. [ABSTRACT FROM AUTHOR]

• Consumers lack confidence in food safety test/measurement indicators currently existing in the market. • Consumers use country of origin and price as important quality cues for food safety. • Milk powders from factories with their own farms are preferred to those with HACCP and organic certification. • The effect of price on consumers' probability of purchase is inverse-U-shaped. Many food regulations focus on test/measurement indicators, such as hazard analysis and critical control points (HACCP) and traceability, etc. Other than these indicators, the food industry uses various cues such as product origin as indicators of product quality. However, in an environment where consumers' confidence in food safety is low due to frequent food safety scandals, little is known about the efficiency of these test/measurement indicators and cues. This paper used the primary data collected in Zhengzhou (China) to estimate consumers' preferences for test/measurement indicators and a new cue of "own farm" for milk powder. Our results show that country of origin is the most important cue attribute, followed by price and own farm. The importance of test/measurement indicators such as organic, traceability, and HACCP certification is relatively low. Also, the individual parameter estimates show that consumers' preferences for test/measurement indicators currently in the market are weak and fragile. Interestingly, price has an inverse-U-shaped relationship with consumer utility, implying that Chinese consumers may perceive low-price milk powder as low quality. The results of this study provide important insight for regulatory authorities and the food industry to develop more effective policies and programs to improve consumer preferences for milk powder. [ABSTRACT FROM AUTHOR]

• Conduct a choice experiment on Fuji apples in a face-to-face survey in six cities. • Assess the interaction of consumers' trust and preferences for traceable foods. • WTPs depend on degree of consumers' trust on supervision and on food labels. • Find government isn't the most trusted safety inspection and certificate authority. Food safety is a very important topic in China. We investigate Chinese consumers' preferences and willingness to pay (WTP) for food traceability using a choice experiment. Given that consumers' trust in the food system may affect their preferences and WTP, we also assess the interaction between consumers' trust in government's supervision of food safety and food labels and consumers' preferences for traceable food products. Using data collected from a choice experiment on Fuji apples in a face-to-face survey in six Chinese cities, the results show that (i) consumers are willing to pay for traceable food but their valuations can differ upon the degree of their trust in government's supervision of food safety and food labels; (ii) consumers are willing to pay for traceability with strong evidence of preference heterogeneity; (iii) government is not the most trusted safety inspection and certificate authority as found in prior studies using animal food products in China. [ABSTRACT FROM AUTHOR]

Genetically Modified (GM) foods have been a debated topic for decades, and consumer concerns are widespread. Scientific proposals to increase consumer acceptance include the use of cisgenics, where GM technology is used but the inserted gene(s) originates from closely related organisms. Results from a choice experiment display greater willingness to pay (WTP) for cisgenics than transgenics, although traditional methods are preferred, and more accessible information about the technologies increases acceptance. The disutility from cisgenics and transgenics is offset by the utility from product quality improvement related to eating experience, indicating potential demand for cisgenic food, provided it improves the product in aspects of importance to the consumers. [ABSTRACT FROM AUTHOR]

As the demand for beef products grows in the Chinese market, understanding consumer preferences for beef, especially those related to quality labelling, is essential. The recent agreement between China and the European Union to promote Geographical Indications (GIs) provides a new insight into preferences for beef with quality labelling. This paper assesses consumer preferences for beef products with GIs and other attributes. A nationwide survey is conducted including 1210 respondents in China by a choice experiment attributing GI label, 'green', 'hazard-free', and 'organic' labels, feeding regimes (grain-fed, grass-fed), country of origin (China, Ireland, Australia, Brazil), and price (30, 40, 80, 100 ¥/500 g). The random parameter logit model with error component reveals that Chinese consumers have a significant preference for grain-fed beef and domestic beef, and they are willing to pay a premium price for GI-labelled beef compared with other attributes. The interaction between GIs and country of origin is included to indicate the positive price impact of GIs on imported beef products. Demographic factors such as place of residence and occupation are found to affect consumer preferences for GIs. • Geographical indications are appealing to Chinese beef consumers. • Geographical indications increase the preference of consumers for imported beef products over domestic beef products. • Willingness-to-pay for geographical indications are affected by place of residence. • Chinese consumers prefer grain-fed beef. • The effectiveness of geographical indications is influenced by product origin. [ABSTRACT FROM AUTHOR]

Reducing single-use plastic consumption in the food and beverage industry has become increasingly important to policymakers as non-recycled plastic waste escapes into ecosystems. Plastic waste may pose direct and indirect threats to human, animal, and ecosystem health. In this paper we examine how warning labels on plastic packaging affects consumer valuation for packaged food products. Using a choice experiment with a difference-in-difference design, we investigate whether putting warning labels on plastic egg crates reduces consumers' willingness to pay (WTP) for plastic packaging. Our results reveal that warning labels are effective at reducing consumers' WTP for plastics. Compared with pulp-based packaging, we estimate that plastic warning labels reduce WTP for clear plastic packaging on average by $1.02, and decreased WTP for plastic-based foam by $0.51. However, the effectiveness of the warning label depends on the information content of the warning. While labels warning against the negative impacts of plastic on health, the environment, and safety all reduced WTP for plastic, respondents in the health label treatment reduced their WTP by the largest amount. Additionally, we find that consumers without pro-environment and pro-health attitudes also reduced their WTP for plastics after exposure to the plastic warning label. [ABSTRACT FROM AUTHOR]